Gestalt Theory

This is design process that it based off a theory. It refers to the idea that the human brain takes in all the information of what sees i.e. the layers of colours, the millions of shapes and textures, all together, makes a whole object. This can be used through dividing your graphic design into six principles, proximity, similarity, Continuation, common fate, pagnanz and closure. These principles put all together in one design makes the design seem more whole and powerful.

---

"The brain groups elements in order to minimise the number of objects in a scene. Pursuing simplicity became an aesthetic imperative for modern designers."

- Ellen Lupton, Design Is Story telling, Pg 128

---

Proximity

This is the principle of how the closeness (or proximity) of certain objects in a design layout can effect the rhythm.

For Example:

This logo for the company Unilever uses proximity. Designed by Wolff Olins a design company they used proximity to create a 'U' from the many symbols that represent Unilever. Therefore, from far away it is seen as a 'U' but when you get close it helps to describe to the viewer what the company's slogan 'adding vitality to life'.

Similarity

Principle of elements sharing similar characteristics to more so than other elements.

For example:

The Logo icon for the brand Nespresso uses similarity in its design. Created by the designers from Future Brand used the same two symbols to create the look of 'N' for Nespresso whilst also giving the viewer the idea of a coffee bean because together the symbols make that idea appear.

Continuation

The law of continuity states that the human eye will follow the smoothest line.

For example:

Amazon the online superstore uses the continuous smooth orange arrow to help lead your eye across the logo this makes the design much more pleasing. Designed by the company Turner Duckworth who have designed for many famous companies such as Levi's and Mac Donalds.

Common Fate

Refers to expected behaviour between objects.

For example:

Common fate is used here in the Adidas logo where the lines going upwards from Adidas are repeating creating a common fate helping to create a positive feeling.

Pragnanz

Referring to the theory that your brain will perceive everything in the simplest way possible.

For example:

The Olympic rings designed by the creator of the modern Olympics Baron Coubertin used pragnanz to create a symbol of unity with the five interlocking rings. However there are many other shapes there, such as the negative shapes created by the rings however in the first instance we see the simplicity of the five rings making it easy to take in.

Closure

It is the theory that your brain will close up missing lines to create a shape.

For example:

The American network NBC's logo uses closure through making the negative space the shape of a peacock making our eyes add up and see that it is a peacock even technically it is not there. The logo was created by the New York based graphic design firm Chermayeff & Geismar & Haviv.